The Challenge: Winning Back Loyal Fans

After facing backlash from fans over changes to their menu, Taco Bueno needed to regain trust and loyalty. Our challenge was to bring back a fan favorite in a way that honored the original recipe while also re-energizing the brand’s relationship with its customers. This led to the launch of the "Bueno is Back" campaign, coinciding with our role as Taco Bueno's newly appointed agency of record.

Our Strategy: Reintroducing an Icon

We leveraged the return of the Sour Cream Chicken Chiladas to anchor the "Bueno is Back" campaign. Responding to social media demand, our creative highlighted the "It's Back" message, reinforcing the product's classic, iconic status. This campaign also allowed us to craft a refreshed brand voice that celebrated Taco Bueno’s heritage while encouraging our audience to give us more ideas of what to bring back in the future. With no existing imagery of the product, we took the opportunity to shoot new seamless content, alongside a half-day lifestyle shoot at a Bueno location with a food stylist, capturing both the authenticity and appeal of this iconic dish.